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Brand Management in Emerging Markets: Theories and Practices

Brand Management in Emerging Markets: Theories and Practices

Cheng Lu Wang, Jiaxun He
Copyright: © 2014 |Pages: 337
ISBN13: 9781466662421|ISBN10: 1466662425|EISBN13: 9781466662438
DOI: 10.4018/978-1-4666-6242-1
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MLA

Wang, Cheng Lu, and Jiaxun He, editors. Brand Management in Emerging Markets: Theories and Practices. IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6242-1

APA

Wang, C. L. & He, J. (Eds.). (2014). Brand Management in Emerging Markets: Theories and Practices. IGI Global. https://doi.org/10.4018/978-1-4666-6242-1

Chicago

Wang, Cheng Lu, and Jiaxun He, eds. Brand Management in Emerging Markets: Theories and Practices. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6242-1

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Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth.

Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Foreword
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Preface
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Endorsements
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Chapters
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Chapter 1
Overview  (pages 22-22)
Overview
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Building Brand Equity: Consumer Perspective
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Branding and Brand Management: Strategic Implications
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Chapter 4
From Nation Branding to Global Branding
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Back Materials
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Compilation of References
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About the Contributors
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Index
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